TRACK TRAILER’S T-VAN – InFocus Media Group

The Brief -

Elevating the T-van for Broader Appeal

Track Trailer’s T-van is a trusted name in the camper trailer market, but it was primarily viewed as a choice for older retirees and couples. This perception overlooked a massive audience: families seeking reliable, rugged camping solutions. InFocus Media Group, in partnership with The Outdoor Marketing Company, saw the opportunity to reposition the T-van as an investment in family experiences, one that could create memories for generations. The challenge? Show the T-van as more than just a trailer – it’s a legacy of adventure that unites families.

The Strategy -

Our Approach

Working closely with Track Trailer, we shifted the focus from technical specs to the T-van’s role as a family connector. The core of our message was simple yet powerful: owning a T-van is an investment in unforgettable moments. Our campaign aimed to reshape the T-van’s image as the ultimate choice for family adventures, designed to foster connection and enjoyment in the outdoors.

The Strategy -

Building Emotional Connections

Execution Highlights:
Our campaign’s storytelling was crafted to resonate with families craving adventure and quality time together.

1. Main Campaign Video – We produced a one-minute, emotionally-driven video showing families bonding over camping experiences with the T-van. This short yet impactful video highlighted the trailer as a part of the family’s outdoor journey, one that brings loved ones together.

2. 30-Second Cut-Down Version – For social media ads, we developed a snappier 30-second cut of the main video, optimised to capture attention quickly while still conveying the T-van’s value as a family investment.

3. Behind-the-Scenes Featurette – To offer audiences a closer look at the campaign’s creation, we also produced a behind-the-scenes featurette. This documented the team’s dedication to telling an authentic story, including the planning and attention to detail that went into capturing the T-van experience.

The Strategy -

Results & Impact

The campaign resonated deeply with audiences, especially families, who connected with the story of creating lasting memories. The one-minute video and its 30-second version performed exceptionally well on social media, with 52% of viewers watching at least 75% of the video – a notable engagement rate for social ads. This high engagement confirmed that viewers weren’t just watching; they were connecting with the emotional journey we highlighted.

By focusing on family experiences rather than product specifications, InFocus Media Group and The Outdoor Marketing Company helped Track Trailer successfully reach a broader audience. The campaign effectively positioned the T-van as a trusted family investment, solidifying its place as a beloved part of Australian family adventures.

TRACK TRAILER'S T-VAN